Is AI replacing sales people?

Many organizations are either making the shift or considering it. However, I’d like to offer a word of caution before you fully embrace this change.

In my experience with Sales and Sales Enablement, I’ve noticed that many companies, customers, and industries often aim to cut down the need for salespeople. For instance, a leader from an IT firm in the APAC region once mentioned to my boss that if he had the best product, salespeople would be unnecessary. It was a bit vague, but clearly, he didn’t believe his product was the best on the market.

Many organizations mistakenly think that a salesperson’s role is to hide product flaws or negotiate unfavorable business terms. In reality, the best salespeople take the time to help their customers understand what to avoid and become advocates for their interests, rather than just pushing a sale. Authenticity and transparency are what truly build customer trust and encourage purchases. For more insights, check out Elaina Battistessa’s sales playbook on “Authentic Selling.”

Recent studies show a growing trend among buyers. For instance, a June 2025 press release from Gartner revealed that a survey of 632 B2B buyers found that 61% preferred a buying experience without a sales rep. Furthermore, Gartner noted that 43% of B2B customers would rather avoid speaking to a salesperson altogether. This trend has sparked discussions around buyer enablement and the critical need to focus on the buyer’s journey.

As AI technology rapidly evolves, it offers a viable solution for guiding buyers on a more self-directed journey. However, Gartner also discovered that 23% of those who made purchases without engaging with a salesperson experienced post-purchase regret.

So, do customers actually want to steer clear of salespeople?

Or are they simply trying to escape the hassle of being sold to? No one wants to deal with someone who lacks deep product knowledge or an understanding of their business needs. Instead, they’re looking for professionals who can genuinely demonstrate value by solving problems and showing empathy.

What does this mean for you?

My conclusion is that you need to strike a balance. Develop digital assets and resources that provide clear and accessible information about your products or services, aligned with the buyer’s journey. Marketing teams should work more closely with sales teams to ensure seamless communication. Additionally, reduce friction in sales interactions by using AI to automate certain processes while simultaneously enhancing the soft skills of your sales teams.

It’s essential to hire curious, critical thinkers who can tackle problems and make informed decisions. It’s not just about upskilling technical staff or making salespeople more tech-savvy; they also need to have a solid grasp of business and financial concepts. While they don’t have to be CPAs, understanding P&L statements, cash flow, and the implications of risks and failed projects is crucial.

AI can streamline, automate, and improve processes, but for the foreseeable future, it won’t replace the human touch that builds trust and confidence in buyers’ decisions. Therefore, focus on informing and empowering your buyers, leverage AI for greater efficiency, and stand out by nurturing trust through genuine human interaction.